The agency says that Vine, with its unique six-second looping video format, is the perfect medium to communicate the fact that every six seconds someone in the world dies from a smoking-related illness.

The campaign consists of three Vine videos (embedded below), one for each major smoker demographic that Quit targets.

Each execution shows a smoker dragging on a cigarette, followed by the line: ‘Before this video starts again, another smoker will die.’

It’s a chilling demonstration, in real-time, of how often, and how many, smoking kills.

HUBS

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